VC funds take a shine to new gen’s D2C brands

Several direct-to-consumer (D2C) brands in sectors such as food and beverages, apparel, health and wellness — founded by scions of families running traditional businesses in similar categories — are drawing significant amounts of venture funding.

These entrepreneurs with their inherent understanding of the business and deep-rooted connections in the supply chain ecosystems are best placed to launch modern avatars of legacy businesses, according to investors backing them.